.YOU MAY not understand it, however different fonts elicit various emotions. Serif typefaces, along with small movements by the end of characters, are often found in manuals and newspapers. They appear dependable and authoritative. Sans serif typefaces, which are plain, may seem modern as well as informal. Visual uniformity provides audiences a feeling that they understand where they stand up it aids to construct depend on. In the case of The Business analyst, it establishes the shade for our news.